Resolution:
This function will allocate the memory and return the pointer back to application.

The syntax of the API is tibemsMapMsg_GetMapMsg (tibemsMapMsg message, const char* name, tibemsMapMsg* value )

The outer map message owns the sub message, so we don't need to allocate memory in the application and it gets
allocated internally and we must not free the sub message. It  will be freed as part of the outer map message's destroy.  
That sub message is created internally by the API when receiving the  outer message.

the function stores (in this location) a pointer to the value within the message.